How Social Media Preferences Impact Online Purchasing Decisions
How Social Media Preferences Impact Online Purchasing Decisions
R.I. Eben fimi – 116 P.M. Jebarshan – 125 L. Rajesh – 141 E. Ranjini – 144
In the digital age, social media has evolved from being a mere communication tool to a powerful marketing and purchasing platform. With billions of active users on platforms like Instagram, Facebook, YouTube, and TikTok, businesses have started to recognize the enormous potential of social media in influencing consumer behavior. Social media preferences—what platforms people use, the type of content they engage with, and whom they follow—play a crucial role in shaping online purchasing decisions. The main objective of this case study is to analyze how consumers’ social media activities and preferences affect their online buying behavior and how businesses can utilize this trend to enhance their marketing strategies.
Abstract
